Magic Dumbbell - Calor powered fork lift trucks

Background

Using a Calor Gas powered fork lift truck had many benefits over using conventional diesel or electric models. They were more reliable, powerful and there was less down-time. The problem was, factory managers didn't know this but were not interested in meeting sales reps to learn otherwise. They were also notoriously disinterested in marketing collateral. The objective was to get a first meeting with these guys.

Idea

The idea was to demonstrate playfully the benefit of using Calor-powered trucks. Warehouse managers were sent a very heavy box with a set of gym dumbbells inside. When they went to lift the dumbbell it was light as a feather. The weight was concealed in the lining of the box. With it was a simple brochure outlining the key benefits of the product and a note to say a rep would be in touch later that day to set up a meeting.

Results

When the telesales people rang after the mailing, not a single meeting was refused.

Our Thoughts

I love counter intuitive ideas like this. You set up a whole series of expectations and then pull the rug away to make your point.

I’ve been mailing out blank copies of Directory recently. Recipients open up the magazine, expecting to find fascinating case histories but see only blank pages. Then they find the message, should have renewed your subscription to Directory!

This approach is a tried and trusted method of getting attention and often it works. Our obsession with originality sometimes gets in the way of what should be an obsession with effectiveness.